Social buying to bring home 4 lakh new customers for Myntra's sale

In order to prepare for the spike in volumes during the sale, the logistics arm of Myntra has identified and signed up 800 kirana stores for last mile deliveries.Payal Ganguly | ET Bureau | June 19, 2017, 16:08 IST

Myntra is in talks with the sports apparel and accessories maker to shift to its platform since the latter is said to be unhappy with the muted response its products are getting in India.Online fashion portal Myntra expects to gain 4 lakh new customers and a 25-time jump in daily sales during its three day End of Reason Sale (EORS) from June 24 to 26.

Myntra owned Jabong which shares 27% of its customer base with the fashion portal will also be a part of the sale and is expected to see a 15x jump in sales during the sale event.

“We are expecting around 45% uptick this EORS from last July and 20-25% increase as compared to EORS in January in terms of visitors on the portal . The innovation on social shopping through Myntra Shopping Groups will also incentivize people to shop more for an additional 15% discount which will last for upto 6 months beyond the sale. The social shopping feature is something we will retain post the event as well,” said Ananth Narayanan, CEO of Myntra-Jabong.

In order to prepare for the spike in volumes during the sale, the logistics arm of Myntra has identified and signed up 800 kirana stores for last mile deliveries.

“We have been conducting pilots over the last three months, training the staff and these points will help increase the share of Myntra Logistics to process customer deliveries, without taking away from the experience,” added Narayanan.

The additional capacities will help Myntra Logistics manage 3 lakh orders per day anticipated during the sale. The three day sale will see participation from 1800 brands with discounts between 50-80% across. Consumers can take a pick from over 1 crore products which will be a part of the event.